Social Media & White Label Marketing Glossary

White label

A product or service made by one company and sold under another company’s brand.

White label social media management

Social media services delivered by a provider but branded and sold by an agency as its own.

Reseller

A business that buys services at wholesale and sells them to clients at its own price.

Fulfilment partner

An outside team that delivers client work on behalf of an agency.

Content calendar

A schedule that plans what will be posted, where and when.

Content pillar

A repeating theme that guides the topics of an account’s content.

Engagement rate

The share of an audience that interacts with content through likes, comments, shares or saves.

Reach

The number of unique accounts that see a piece of content.

Impressions

The total number of times content is displayed, including repeat views.

Community management

Responding to comments and messages and building relationships with an audience.

Social listening

Monitoring mentions, keywords and conversations about a brand across social platforms.

UGC (user-generated content)

Content created by customers or fans rather than by the brand.

Social media audit

A structured review of an account’s profile, content, audience and performance.

Paid social

Advertising on social platforms such as Meta, TikTok and LinkedIn.

ROAS

Return on ad spend: revenue generated for every unit of currency spent on ads.

CPM

Cost per thousand impressions of an ad.

CTR

Click-through rate: the percentage of people who click after seeing content or an ad.

Retargeting

Showing ads to people who have already visited a site or engaged with content.

Short-form video

Vertical videos typically under 90 seconds, used on Reels, TikTok and Shorts.

Hook

The opening line or moment designed to capture attention immediately.

NDA

A non-disclosure agreement that keeps shared information confidential.

SLA

A service-level agreement that defines expected turnaround times and quality.